Social Media Marketing for B2B Companies
Social Media marketing may initially appear to be more suited to the business-to-consumer (B2C) markets however increasingly businesses are using it as a content marketing tactic to drive sales.
B2B marketing has gradually shifted away from broadcast media towards social engagement where the emphasis is now more about solutions and problem solving.
Deepening Existing Customer Relationships
Are all now more frequently used as success measures as opposed to traditional methods such as volume or quantity when it comes to product / service sales.
Why does Social Media work so well for B2B markets?
We are social human beings and have always used our social experiences as a key part of our decision-making process. For example:
Do I like this person?
Do I trust them?
Can I see myself working with them?
Social media is the online equivalent to these questions and people don’t buy from companies these days without checking them out online first.
Best Practices for B2B Social Media Marketing
Develop a Strategy & Set Goals
Your strategy should answer important question such as:
- Who is your target audience?
- What social platforms will you use?
- What type of content will you be publishing?
- Which social media metrics will you be using to measure your efforts?
- How are your competitors using social media?
- What are your goals?
When is comes to setting goals, the first goal of B2B social media marketing should be branding, not lead generation. While this may go against traditional thinking you have to take into account that most people are on social media to be entertained and to kill some time……not be sold to!
You therefore need to tailor your content to
appeal to emotion and
Create Interesting Content
Creating interesting content, whether in the form of words, photos or videos, helps educate your audience on the inner workings of your company and showcase your products / services in a broader context. In short, it gives you the opportunity to tell your brand’s story in fun and unexpected ways.
When it comes to Content, the key is to think about the type of content that your audience will like, rather than being self-serving.
Make social media about your audience, not just your business.
That way, even if you’re in a seemingly “dull” industry, you can still deliver share-worthy content on social media and continue to build your audience.
Do a bit of research……
Social media is a great source of ideas for best-performing content. Have a look on trending hashtags on Twitter or posts with the most page views or likes on Linkedin, or Facebook posts that have been shared hundreds of times.
Create A Personality
Being boring and dull on social media is a good way to fail.
- Use a conversational tone. Your company can be its own entity. For instance, you can use words like “we” and “our” when you’re speaking about your company.
- Engage with your audience instead of just broadcasting your message. Social media is all about conversing and being able to have real-time conversations. Don’t be afraid to talk to your audience through your social media platforms.
- A little humour is always welcome. Social media wasn’t created for businesses, it’s for humans. Social networks are where people can have fun, share content and converse. So why not let your hair down a bit with your social media content? Just make sure not to go over the top.
- Be consistent! Once you have created an online personality for your business, be consistent with the way you communicate with the outside world.
Put the Right People in Charge
This could mean hiring a freelance expert or having a current employee take the helm, but someone must be in charge of your social media marketing. It’s not something you can just have different team members participate in when they have some free time. It needs to be carefully planned, managed and monitored.
Employee advocacy is all about giving your employees the ability to champion your brand to their own circles. For instance, if your company creates blog posts and videos, make it easy for employees to share that content on their personal profiles.
Showcase your partners
Social media can help amplify news of a partnership or a one-time collaboration, highlighting both the merits of your partners, as well as the new opportunities for your clients this presents.
However, you don’t always have to be actively involved in a project with your partners in order to show your appreciation on social media. You can show support on your social media channels by sharing their Facebook posts, retweeting or liking their Tweets or sharing their works published on LinkedIn.
Engaging with your partners on social media helps maintain your professional association in a non-invasive, consistent manner.
All the above can be easily achieved if you have the in-house resource for marketing.
If this isn’t your forte or you simply don’t have the time to devote to managing your social media presence, KG Marketing can help.
We work with many small local businesses from a variety of industry sectors and manage their social media marketing over a variety of platforms. We offer flexible and tailored packages to suit all budgets.
To find out more, contact us at [email protected] or phone 07753 425412 for more information.